Mallow & Marsh went from market stall to Sainsbury’s.
In a few short years, they said no to the Dragons, landed product in supermarkets and converted lots of marshmallow haters.
How did they do it? Founder and Chief Whisk Harriot Pleydell-Bouverie revealed all when she chatted to us about the brand’s journey. Read on to find out Harriot’s seven top tips for getting your product out there.
1. Brand-first, marketing second 💬
Know yourselves. Before you do too much marketing, work out who your brand is and what you stand for.
Mallow & Marsh focused on branding in the early days (and are still developing now). Nailing down their “why” and their values made it easier to choose which channels to go after and how to talk about the brand.
2. Don’t overdo it 😅
Don’t try to do everything. You’ll end up doing lots of things not very well.
Mallow & Marsh spent a year trying to do everything, but they didn’t see results. Now, they focus their energies on areas that they know work. And they concentrate on doing them really well.
Setting objectives can help you narrow your focus. Mallow & Marsh pin down a big goal or two that they want to hit, then work out three or four things that will help them achieve it.
3. Feedback is gold 🌟
Customer feedback is crucial to growth. Seek it out whenever you can.
Chat to followers on social media, get people to try your product and ask them what they think, do sampling in-store… chat to people about what they like and don’t like.
Constantly asking customers helped Mallow & Marsh work out the main barrier to people buying their product: “I don’t like marshmallows.” Now, the brand mostly focuses marketing efforts on addressing this.
4. Why, why, why? 👀
Keep asking why. Why are we doing this? Ask every time you think of a new idea.
Don’t get caught up doing things you think you “should” be doing, or chasing stuff that looks cool. Make sure every bit of marketing activity has a ‘why’ that links to your objectives.
5. Get down with data 🔝
Be smart about data. Don’t track for the sake of tracking.
Work out what you need to measure to help hit your objectives. Only measure something (e.g. story views on Instagram) if you know how it relates to your goals and know what you’ll change if you need to.
6. Be smart about distribution 💡
Make it easy for people to find your product in stores. Grow your distribution.
If customers can’t buy your product in a shop close to them, it doesn’t matter how good your marketing is.
Distribution can drive awareness too. Mallow & Marsh saw sales go up in all stores after they launched in Starbucks.
Take a few bits of product to your local store, give it to them for free, and come back a week later to see how it sold. Then, use this data as a proof point to pitch bigger store partnerships.
7. Get stores on side 🥰
The challenge changes when you get your product into stores.
Mallow & Marsh found that sometimes their bars weren’t displayed properly, were listed at the wrong price, hadn’t been restocked etc. We all know the struggle.
Their solution? Turn store managers into ambassadors.
Going along to store manager meetings, the team gave out product and chatted to the managers about the brand. They quickly converted store managers into ambassadors who would look out for Mallow & Marsh in-store.
Now, the team spends an hour each week calling stores to check on things and encourage them to re-order stock if they need. And they see results, with sales often higher in stores where they knew the manager.
Has hearing Harriot’s insights left you feeling all gooey inside? Check out the full talk to hear more mallowy marketing tips.
Charlotte & the Copy Club Team